According to Reuters, Japan’s Fuji Heavy Industries recently said it may consider lowering its mid-term sales target for its Subaru brand in the Chinese market to avoid being involved in the price war of car companies in the context of China’s macroeconomic slowdown leading to increased competition in the auto market.
Fuji Heavy Industries President Ji Yongtai said in an interview with Reuters: "From a medium-term perspective, China is a very important market for us. But in the near future, we are not planning to join in the car sales frenzy... We need to wait until the situation is stable. Focusing on sales in China.†Ji Yongtai’s frenzy is actually the trend of foreign-funded auto companies entering the price war in China this year.
In 2014, Fuji Heavy Industries set a target for the Chinese business to sell 120,000 new cars every year by 2020. However, the actual sales this year was only 46,500 units, down 14% year-on-year.
The current Chinese market accounts for 5% of Subaru's global sales, far less than the US's 61%. It is not difficult to understand that Subaru's current focus is on the United States, where SUVs such as Subaru Outback and Foresters are hot. Subaru expects sales in the US this year to increase by 9.5% year-on-year, helping to achieve global sales growth for four consecutive years.
In order to meet the needs of the US market, Fuji Heavy Industries is accelerating the doubling of its capacity in the Indiana plant in the United States to ease the production pressure of its Japanese factories.
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